Dimensions

Learn about the dimensions in Dema that let you slice, segment, and analyze your data across different categories (channel, country, product, etc.). These dimensions are automatically populated from your tracking script, e-commerce platform, or marketing integrations, giving you granular insights into user behavior and performance.

Overview

Dema’s dimensions provide multiple ways for analyzing user behavior, marketing performance, and profitability. Whether you’re focusing on channels, products, or customer segments, these dimensions help you surface actionable insights and optimize strategies across your e-commerce.

Dimension	Description
Account ID	The unique identifier for the advertising account within a channel.
Account name	The name of the advertising account within a channel.
Ad	Tracks specific advertisements driving traffic, derived from utm_content parameters.
Ad delivery	The delivery status of the ad.
Ad group	Specifies ad groups driving traffic, primarily for Google Ads campaigns, derived from utm_content parameters.
Ad set	Identifies specific ad sets within campaigns, primarily for Facebook traffic, derived from utm_term parameters.
Ad set daily budget	The daily budget of the ad set.
AOV bucket	Groups orders into predefined ranges of Average Order Value (e.g., USD 0 - USD 200, USD 200 - USD 400).
Asset group	The name of the asset group, for Google Performance Max campaigns.
Asset group ID	The ID of the asset group, for Google Performance Max campaigns.
Attribution setting	The attribution setting of the ad set.
Brand	Identifies the brand name of the product, fetched from the inventory in the e-commerce platform.
Buying type	The buying type of the marketing campaign.
Campaign	Tracks the specific marketing campaign driving traffic, derived from UTM parameters such as utm_campaign.
Campaign daily budget	The daily budget of the marketing campaign.
Campaign delivery	The delivery type of the marketing campaign.
Campaign objective	The objective of the marketing campaign.
Category	Identifies the product category, fetched from the inventory in the e-commerce platform.
Causal factor attribution enabled	Indicates whether causal factor attribution is enabled for the ad set.
Channel	Identifies specific traffic sources like TikTok or Google, using UTM parameters or referrer information.
Channel group	Categorizes traffic sources into groups like Social Paid, Social Organic, Direct, etc., based on UTM parameters or referrer data.
City	The city where the order was placed.
Collection	Identifies the product collection (e.g., “Summer 2022”), fetched from the inventory in the e-commerce platform.
Colour	The product’s colour, fetched from the inventory in the e-commerce platform.
Country	Identifies the country of traffic or orders, determined from visitor IPs or shipping addresses.
Creative body	The body text of the creative used in the ad.
Creative CTA	The call-to-action text of the creative used in the ad.
Creative format	The format of the creative used in the ad.
Creative headline	The headline text of the creative used in the ad.
Creative ID	The identifier of the creative used in the ad.
Creative image	The image of the marketing creative.
Creative media type	The media type of the creative used in the ad.
Custom attribute 1-5	Represents additional custom attributes for a product or variant, fetched from the e-commerce platform for granular tracking and analysis.
Customer cohort	The cohort of the customer, based on the month of their first order.
Customer Id	The identifier of the customer, based on their email.
Customer quarterly cohort	The cohort of the customer, based on the quarter of their first order.
Day	Groups data by calendar day.
Days since first order	The number of calendar days between the customer’s first order date and the current order.
Device	Categorizes devices used by visitors, such as Mobile, Desktop, or Tablet, based on user agent data.
Engaged sessions vs bounced	Categorizes sessions as Bounced (single-page views) or Engaged (multi-page or interaction).
Event name	The tracked event type (for example view_item_list or add_to_cart). Lets you filter and group by any event, including your own custom events.
Event page	The URL path where the event occurred. Different from landing page, which is the page the visit started on.
Event page group	The page where the event occurred, with country and language prefixes removed.
Full months since first order	The number of fully completed months between the customer’s first order date and the current order.
Funnel (Campaign)	Funnel stage derived from the campaign name.
Gender	Identifies the gender attribute associated with the product (e.g., Men, Women, Unisex), fetched from the e-commerce platform.
Historical segmentation product label	The historical label of the segmentation product set configured in your segmentation settings.
Historical segmentation product set	The historical segmentation product set configured in your segmentation settings.
Hour	Groups data by hour of the day.
Keyword	Captures search keywords driving traffic, primarily for Google Ads, based on utm_term parameters.
Landing page	Identifies the first page visitors land on during a session.
Landing page group	The first page a visitor lands on during a visit, with country and language prefixes removed.
Logistic cost type	Identifies whether the logistic cost applied to Gross profit 2 is actual or estimated.
Logistic cost type returns	Identifies whether the logistic cost applied to returns is actual or estimated.
Market	The geographical market the traffic comes from, according to the visitor’s IP address. A market can be a single country or a group of countries.
Material	Identifies the product’s material, fetched from the inventory in the e-commerce platform.
Month	Groups data by calendar month.
Months since first order	The number of months since the customer’s first order.
New vs returning customer	Categorizes customers as New (first purchase) or Returning (repeat purchases), based on order history.
New vs returning customer (30 days)	Categorizes customers as New (within 30 days of their first-ever order) or Returning (subsequent purchases after 30 days).
Order currency	The currency the order was placed in.
Order discount type	The discount status of the order, showing whether the purchase was made at full price or with a discount applied.
Order discount type level	The discount level of the order, showing whether the purchase was made with or without a voucher.
Order ID	Tracks the unique identification number for each order.
Order sequence	Shows which order this is for the customer (1st order, 2nd order, 3rd order, and so on), counted across the customer’s order history.
Order type	The type of the order, as delivered by the e-commerce platform.
Orders placed	The total number of orders in the customer’s order history.
Orders placed (within selected period)	Shows which order this is for the customer (1st order, 2nd order, and so on) within the selected time period.
Payment provider	Identifies the payment provider for an order, based on tracking data or the e-commerce platform.
Performance goal	The performance goal of the marketing campaign.
PLP position	The position of a product in a list view. Indexing depends on your tracking implementation.
Product ID	Represents the unique identifier for a product, covering all its variants (e.g., sizes, colors).
Product images	The product image URLs.
Product name	Identifies the product name, typically fetched from the inventory in the e-commerce platform.
Quarter	Groups data by calendar quarter.
Region	The region where the order was placed.
Repeat vs new visitor	Categorizes visitors as new or repeat based on cookies and previous sessions.
Return date	The date the product was returned.
Return month	The month the product was returned.
Returned warehouse	The warehouse the returned items were sent to.
Segmentation customer label	The label of the segmentation customer set configured in your segmentation settings.
Segmentation customer set	The segmentation customer set configured in your segmentation settings.
Segmentation product label	The label of the segmentation product set configured in your segmentation settings.
Segmentation product set	The segmentation product set configured in your segmentation settings.
Shipping provider	Identifies the shipping provider for an order, derived from tracking data or the e-commerce platform.
Size	Identifies the product’s size, fetched from the inventory in the e-commerce platform.
Storefront	Identifies which e-commerce storefront generated traffic or sales, based on the frontendId parameter in traffic data.
Subcategory	Identifies the product subcategory, fetched from the inventory in the e-commerce platform.
Variant ID	Tracks a specific product variant, such as a particular size or color.
Variant No	The unique identification number of a product variant, as sent from your tracking data layer.
Voucher	Tracks voucher or promo codes used during transactions, derived from tracking data or the e-commerce platform.
Warehouse	Tracks the warehouse or fulfillment center from which products are shipped, based on inventory data.
Week	Groups data by week number.
Year	Groups data by calendar year.
Zip Code	The zip code where the order was placed.